Feeds

iPod Touch: how the Jesus Phone was really John the Baptist

Apple's best product in years kills 'convergence'

The essential guide to IT transformation

Comment So was nine months of relentless iPhone hype and froth just a distraction? Not quite, but you could be forgiven for thinking so. I believe Apple's most important product of 2007 was actually announced this week, and its significance has been slow to sink in. It might be one of the cleverest moves Apple's ever made.

The 'Jesus Phone' today looks like it was really 'John the Baptist'.

iPod Touch


Apple's iPod Touch: sod the Music Store - you can browse on this thing!

I hope Apple has ordered enough parts, because the iPod Touch is going to be a sensation - at least for one Christmas shopping season, if not more. Not only does the Touch bring Apple's big gimmick breakthrough, its capacitive multi-touch interface, to its key music products, it does so at a very low entry point: $299 (or £199). That, rather than $499, is the market sweetspot.

But the whizzy interface is simply a means to an end. Because the Touch has Wi-Fi, so you get the most attractive web browsing device at a very low cost, too.

And as a bonus, the importance of which few pundits or bloggers have realised yet, Apple stealthily enters a new market altogether: the connected PDA. This 'Second Box' business is one that almost everyone has neglected, because they've followed the conventional wisdom that Everything Must Be Converged. But what if that isn't true?

Unlike the iPhone, which is locked down at the carrier's request, third-party applications will not be restricted on the Touch. All it's lacking is Bluetooth - which was apparently in early specifications, but didn't make it into version 1.0 - and removable storage.

In short, the Touch brings much of the value proposition of the iPhone to people who are perfectly happy with the phone they've got - or who are locked into a long contract with a network operator. All along, I've pegged the iPhone as a defensive move disguised as an offensive strategy. If Apple hadn't introduced a phone, it would be marked down for imminent death at the hands of the mobile phone companies - Sony Ericsson does music very nicely indeed.

My, how that script is going to need a rewrite, after this week...

Perhaps the clues were there all along. iSuppli pegged the bill of materials for the iPhone at just over $200, giving Apple a profit margin of over 50 per cent. That suggested Apple could put much of the technology in a much lower-priced device, which it's gone and done.

As we can now see, Apple has fulfilled its primary responsibility to its shareholders: to strengthen and extend the appeal of its most successful product line, the iPod.

Boost IT visibility and business value

More from The Register

next story
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
Just in case? Unverified 'supersize me' iPhone 6 pics in sneak leak peek
Is bigger necessarily better for the fruity firm's flagship phone?
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?